Running an online store today isn’t just about having a snazzy-looking website with all the bells and whistles and some desirable products to sell. With all the tools available online, it seems like everyone is able to do that. No, the true challenge is making sure the back end of your business — things like inventory, shipping, and accounting — works hand in hand with the front end of your business, which is where your marketing and customer experience lives. If you want every one of your marketing dollars to carry a 10X load, you need the secret sauce. You need ERP-integration with your ecommerce enterprise.
What’s ERP-Integrated Ecommerce?
Let’s cut through the jargon and explain it in simple terms so you can really see how ERP-integrated ecommerce can put you head and shoulders above the others. Enterprise resource planning (ERP) is just a fancy way of saying “the software that manages the nuts and bolts of a business.” This includes, but may not be limited to, inventory, orders, payments, shipping, suppliers, and even payroll. When you marry ERP with ecommerce, you get the golden egg. Your online store and your business software “talk” to each other in real time, saving you untold hours of labor and money.
Make sense? Rather than you standing there juggling separate systems — one for the store, one for operations — you have a single automated setup that keeps all your balls in the air, playing nicely together.
This is a game changer for ecommerce marketing, because the same data that runs the business can now drive smarter campaigns without the sloppy processes of exporting spreadsheets or relying on reports that are already outdated the minute they’re run.
One Source of Truth for Customer Data
If you’ve ever tried to run an email campaign or a social ad with bad data, you know how painful it can be. You end up sending offers to the wrong people, wasting money on ads that don’t convert, or missing chances to follow up with real buyers. With ERP-integrated ecommerce, your customer information lives in one place.
That means every order, every return, and every inquiry gets logged automatically. You don’t have to second-guess whether your email list matches your sales records, because the ERP system and the online store are always in sync. For marketers, this is gold. It allows you to trust the data and make decisions based on what’s actually happening, not what you think might be happening.
On-Point Personalization
These days, everyone expects a personal experience. It started with personal shopping carts with customer names on them and integrated memory. Now, customers expect the white glove treatment where they get personalized SMS texts, pop-up offers tailored to their past browsing history, and the whole shebang. Unless you’ve got some clever fairies working their magic on every one of your existing and prospective customers, this kind of personalization is going to be a huge time commitment and likely expensive to boot. However, you have a little magic trick up your sleeve — or you could have.
Systems such as ecommerce for Dynamics 365 are built with this integration in mind, making it easier for businesses to connect marketing with the rest of their operations. Whether you’re running paid ads, email campaigns, or social promotions, the payoff comes from using accurate, live information to guide every move. By connecting your ecommerce store to ERP, you gain the ability to personalize at a level that feels like the genuine article to your customers.
For example, let’s say one of your customers bought running shoes from your store twice in the past year. Your ERP system knows this, and because it’s tied into your marketing tools, you can automatically send them a discount on running gear right on time for their area, that is, before the season changes. You can also avoid sending irrelevant offers, such as hiking boots or LED-light tennis shoes, that don’t align with their buying history or might be perceived by the customer as spam email. ERP-integrated ecommerce can not only help you give that personal experience but also it can help you avoid embarrassing missteps.
Automated Campaign Management
When your ecommerce platform is integrated with ERP, a lot of campaign management tasks can run on autopilot.
For example, abandoned cart reminders can go out automatically without you needing to pull lists manually. Loyalty program updates, reorder prompts, or seasonal promotions can all be triggered based on live data. If inventory drops too low, you could have it so the system stifles promotions to avoid overselling.
Connecting Front End and Back End
The real benefit of ERP-integrated ecommerce is the line of communication it opens and maintains between front-end marketing and back-end operations. In simple terms, what your customer sees matches what your business can deliver. If marketing promises free two-day shipping, the ERP ensures that the inventory, warehouse, and shipping systems are ready to make that happen. If marketing wants to highlight a product bundle, the ERP makes sure those items are actually in stock and priced correctly.
By using ERP-integrated ecommerce, you’re making sure your campaigns are backed by solid data, reaching the right people, and supported by the operations side of the business. This reduces waste and increases the chances of hitting your targets. If you’re serious about wanting to imbue your marketing with superpowers, then ERP-integrated ecommerce is the way to go. Sit back and let the data do the heavy lifting.
Author bio: Laura Buzin is a seasoned B2B tech marketer and the Content Specialist at k-ecommerce, a B2B online commerce and payment solution. She has extensive expertise in SaaS marketing and specializes in developing strategic marketing campaigns, developing high-performing, informative content, and helping businesses reach their target audience. Buzin believes that while marketing tactics may not be unique, the right words and visuals can set a brand apart, empower sales teams, and shape a lasting reputation.